硕士学位论文-从目的论的角度看对外宣传资料的英译.doc

学校代码：10254密 级：论文编号：上海海事大学SHANGHAI MARITIME UNIVERSITY硕士学位论文MASTER THESIS论文题目： 从目的论的角度看对外宣传资料的英译 学科专业： 外国语言学及应用语言学 作者姓名： 缪晓君 指导教师： 韩忠华教授 完成日期： 二零零八年六月 III- -English Translation of Foreign Publicity Material-From a Skopos PerspectiveByMiao XiaojunUnder the Supervision ofProfessor Han ZhonghuaA Thesis Submitted to the College of Foreign Languages ofShanghai Maritime Universityin Partial Fulfillment of the Requirements for the MA Degree Shanghai Maritime UniversityJune, 2008 English Translation of Foreign Publicity Material-From a Skopos PerspectiveIntroductionThe implementation of Chinas reform and opening-up policy and the increase of international exchanges have started a new era in the nations long history of communication with foreign countries. Never before has China caught the whole worlds attention and nor has foreign publicity. “It was on September 1st, 1944 that Xinhua News Agency set up its English Broadcasting DepartmentThis marked the official beginning of foreign publicity by Xinhua News Agency.” (刘家林, 2005: 478).Foreign publicity translation, as a form of practical translation once neglected by Chinese translators in their translation studies, has been drawing more and more attention for the last decade. Whether or not we can bridge the gap between different cultures and avoid unnecessary mutual misunderstanding depends to a high degree on its foreign publicity translation. A well translated publicity material contributes to the good reputation of the government, just as “绿色奥运，人文奥运，科技奥运”(Environment-friendly ,culture-enriched and technology-propelled Olympics ) and “禁止烟火”(No smoking)do, while a poor one often results in misunderstanding, and even damage to the reputation of the government.Media such as China Daily, China Today and Beijing Review are the models of good translations of foreign publicity, they are popular among readers both at home and abroad. Nevertheless, a lot of problems have been found in the translation of many foreign publicity materials.2008 Olympic Games is approaching, we can expect that there will be increasing quantities of foreign publicity materials needed to be translated into foreign languages. Good translation plays an important role in the success of foreign publicity materials. Therefore finding an effective strategy to guide the translation of foreign publicity materials seems to be more important.For a long time, whether to translate literally or freely had been the central issue argued by scholars. Ever since 1970s more and more scholars have moved their translation studies beyond linguistics and widened their scope. The notion of equivalence is challenged and another way is looked for to develop translation studies. Skopos theory views translation as an intercultural action based on a source text. The translator can adapt his translation strategy according to the translation purpose. After careful investigation into the translation strategies, the author thinks that the Skopos theory may be served as a good theory guide for the translation of foreign publicity material. The thesis aims to find a sound theoretical basis for applying the strategy to the translation of foreign publicity. A lot of examples are illustrated to test the validity of the idea.(i) Overview of Foreign Publicity Material Translation StudiesIn the earlier time, some Chinese scholars made studies on foreign publicity. Duan Liancheng classifies the problems and their causes in the translation of publicity materials in his article entitled Appealing for More Attention on Publicity Materials (段连城：1990). He classifies the problems as “hard mistakes” characterized by misspelling, grammatical mistakes and inappropriate words and “soft mistakes” which make foreigners hard or impossible to understand. The latter is more complicated due to the cultural barrier. The thesis will focus on “soft mistakes” in the translation of publicity materials.In Cheng Zhenqius book On Problems of TranslationA Series of Talks Given at the Institute of Journalism（程镇秋：1980），he offers some ways to solve problems in the translation of political literature(one kind of publicity material), he points out that in the translation of political literature , keeping faithful to the original is most important. Other publicity literature includes Shen Surus Theory and Practice in Foreign Publicity(沈苏儒：2004), Liu Hongchaos How to make Foreign Publicity Report(刘洪潮：2005), Zhai Shuyaos Foreign Publicity Report and Its English Writing(翟树耀：2001). In these books scholars come to realize that instead of linguistic techniques, social and culture factors are crucial in translation.After careful investigation into the translation strategies, the author thinks that the functionalist theory may be served as a good theory guide for the translation of foreign publicity materials. Some useful articles and books have been read. For instance, Zhong Weihe, Zhong Yu(1999:3) elaborate on the functionalist theory, some basic concepts are introduced. Zhang Meifang (2005) presents all the points of views of German Functionalists. Chen Xiaowei(2000:4) points out “the concept has provided theoretical basis for some translation practices used to be considered against the existing criteria of translation methods”.Relating publicity material translation, many articles combining theories with publicity translation have been published in various kinds of translation journals, more than twenty essays have been gathered in CNKI(中国期刊网数字图书馆). Most of them are articles only to introduce the theory, bringing in the relevant background knowledge and some key notions. Some have already tried to apply the theory to the studies on translation criteria and strategies. In some articles, the authors tried to combine the theory with practical translation. For instance, Li bin(2003), Longlu (2006), Xu Mianjun(2002), Yu Xuyan(2003), Chen Liuting(2001) have elaborated on the categorization of translation methods and skills. Of course, these methods are helpful in leading us to solve those specific problems in translating; nevertheless, even armed with those methods, we are still confused about when and why we use them in practical translating. Guo rong(2003), Li Aizhen(2005)points out problems existing in the present foreign publicity translation practice by giving examples of poor translations, Li Yabin(2006) discusses the factors and strategies in C-E translation of foreign publicity from Nidas functional theory. Most of them are articles only to introduce the theory, introducing the relevant background knowledge and some key notions. In some articles, the authors tried to combine the skopostheory with practical translation. Zhang qi(2007)applies functionalist approaches to foreign publicity translation, he explains the general principles in functionalist approaches. However, only a few articles roughly discuss the applications of the skopostheory to the translation of publicity material. And the application of skopostheory to the professional translation is far from sufficiency. Some of them only lay out some points of skopostheory followed by some translation examples, whereas a deep and comprehensive analysis can be seldom seen. And most of the discussions are confined to the mere descriptive analysis of examples and have too much repetition or similarity in examples as well as in their explanations and translation techniques and methods put forward, while seemingly being lack of theoretical considerations.Additionally, too much attention has been paid to the linguistic analysis on the lexical level, while there is comparatively a shortage of discussions on the multi-considerations of translators strategy adoption in dealing with publicity material translation.This thesis, on the basis of the above and some unlisted works, focuses on the cultural elements in cross-cultural publicity material translation. Here the author will strive to find out as many as problems and errors in C-E translation of foreign publicity and make a detailed analysis on them, and strive to offer solutions and translation strategies based on Skopostheorie to minimize errors or pitfalls.(ii) The Aim and Structure of the ThesisCurrently, with the trend of economic globalization and with Chinas entry into the WTO, opportunities for international exchange and co-operation are widening, thus our foreign publicity needs to continue to expand. Foreign publicity material translation has been studied by more and more scholars. Yet the previous studies seem not enough to meet the needs in such a modern time of economic globalization and quick development. The author attempts to apply Vermeers Skopostheorie to foreign publicity translation. By making a discussion of the purpose of foreign publicity material translation and giving an introduction of the skopos theory, the thesis points out that the purpose of foreign publicity material translation is influenced and constrained by both linguistic and extra-linguistic factors especially the cultural factor. Foreign publicity translation is a process of making purposeful selections during which a lot of adaptations have been made to achieve the purpose of the translation and thus the author holds that skopostheorie is of guiding significance to foreign publicity translation and the target-text-oriented purposeful adaptation approach should be the major approach in translating. This thesis aims at studying translation errors in the foreign publicity materials and applies skopos theory to its translation to minimize errors. As the thesis unfolds, besides the introduction and conclusion, well go through another three chapters to explore translation problems, provide the theoretical guidance for translation practice and testify to the applicability of translation strategy like adaptation from the functionalist perspective.To begin with, this thesis reviews the previous studies on this topic and the aim and structure of the thesis. Secondly, a general introduction of foreign publicity and its translation is made. Definition, classification and functions of foreign publicity materials are discussed in Chapter One. Chapter Two explains Vermeers Skopostheorie and its importance to publicity translation. Some key concepts are discussed in terms of their applicability in foreign publicity translation. On the third chapter, translation errors in the foreign publicity materials are introduced. It is an attempt to manifest incorrect translations by citing a number of examples. Chapter Four is the major part of this thesis. On the basis of Skopostheorie, the paper argues that the target-text-oriented strategy should be adopted as the basic strategy of foreign publicity translation. By practical examples, the author argues that the translators should adopt appropriate strategies while translating, under the guidance of “translation brief”: intended text functions, addressees, time and place of reception, medium, motive for the target text. This thesis focuses on the first two items of “translation brief”. Besides, since culture is the most important factor considered by a translator in the linguistic selections of translation, an in-depth analysis of purposeful cultural adaptation in publicity translation will be conducted. Finally, the thesis comes to the conclusion that Skopostheorie is of guiding significance to foreign publicity translation and reiterates that the translation of foreign publicity materials is target-text-oriented and purposeful adaptation is a creative and successful approach in translating foreign publicity materials. Meanwhile, the author also suggests that flaws and deficiencies are unavoidable in spite of the authors great efforts and a great deal of work or further studies be done in foreign publicity translation.Carrying on studies in this field can lead to peoples recognition of the importance of Chinese publicity translation and thus help to improve the image of China in the world.Chapter One General Introduction to Foreign Publicity and Its TranslationInternational exchanges have been increasing since the implementation of Chinas reform and opening-up policy. Under this circumstance, more and more publicity materials, served as information and culture carriers, have been playing more and more important roles in international communication and understanding. With the incoming 2008 Olympic Games and 2010 World Expo, we can expect there to be more publicity materials needed to be translated into foreign languages. It is important to ensure that the translated foreign publicity is not only linguistically accurate, but also in conformity with the culture. This thesis, therefore, focuses on the translation of existing foreign publicity materials. And in this chapter, definition, classification and functions of foreign publicity materials, will be discussed and the purpose and significance of C-E Publicity translation will be stated. 1.1 A Basic View of Foreign Publicity Material1.1.1 The Definition of Foreign Publicity and Its CharacteristicsIn the media, we can see that Chinese phrase duiwai xuanchuan is talked about frequently, but we cant find its definition in most Chinese dictionaries or its C-E dictionaries.The Dictionary of Publicity and Public Opinions Studies defines duiwai xuanchuan as “the kind of publicity oriented toward the international community, which includes publicizing a countrys principles, policies, domestic situation as well as the countrys stance on international issues.” (刘建明,1992: 54)In formal Chinese lexicon, Xuanchuan refers to putting out something so as to make the masses know. Here, the thesis would render Xuanchuan into “publicity”, which means “the dissemination of information of promotional material or the information with news value issued as a means of gaining public attention or support.”(Websters New Collegiate Dictionary,1973:932). It must be pointed out here that the translation of the term “duiwai xuanchuan” is open to several possible versionsforeign propaganda, foreign publicity, overseas information and international communication. For the sake of consistency, it is translated as “foreign publicity” in this thesis and if not specified, the language of foreign publicity discussed here is English; its audience refers to those who speak English as their mother tongue or as their second language. As a special literary form, foreign publicity, different from literary works, has its own characteristics that should not be ignored in its translation. This requires us to do our best to make our publicity translation clear and intelligible when introducing China to the rest of the world.First of all, publicity materials cover almost every aspect of our life, just to name a few, including politics, economy, culture, history and tourism. Many of them are unique to China, we cant find its corresponding equivalent in English; thus, a number of expressions with Chinese characteristics will undoubtedly pose some difficulty in publicity translation.Secondly, Chinese language usually contains a lot of flowery language, which is quite the opposite to English. English publicity materials prefer plain language and focus on offering substantial information. If we translate Chinese publicity materials literally without any adaptation, we may get the unwanted effect.Finally, there are great differences in the social, cultural and historical backgrounds and language habits between source language readers and target language readers, so that we should take our target language readers into consideration in every possible way and provide them with effective background knowledge. Cultural differences, if not appropriately dealt with, may cause unnecessary misunderstandings. Publicity should be effective in as many ways as possible: distinct, memorable, and more often than not, descriptive of the material. Above all, an effective publicity translation should not carry poor meanings in other cultures. In a word, the peculiarities of our publicity materials propel us, in some way, to resort to more varied translation strategies.1.1.2 Classification of Foreign publicity MaterialAccording to Duan Liancheng, publicity materials can be divided into ordinary publicity materials and formal publicity materials. “The former refers to reports and articles in publicity books, magazines and various local publicity pamphlets. These publicity materials give foreigners a general idea of politics, economy, society, culture, history, life and places of historical interest in China. The latter refers to official documents, formal speeches and books by high-ranking officials, diplomatic memos, economic and trade contracts, legal documents, materials in scientific and technological exchanges, etc.” (段连城，1990: 8)In a broad sense, publicity materials, covering a wide range of areas such as politics, economy, culture, history, tourism, social development, etc, translation for foreign publicity includes all fields of foreign affairs, culture exchange, business and trade, science and technology, art and literature. In a narrow sense, it refers to translation of news, public signs, advertisements, tourist materials and pamphlets, etc.Based on Duans classification and some relevant information from some referential books, Id like to divide them into four groups in terms of their means of transmission: print media like newspapers, magazines, books and pamphlets, product manuals, signs, etc; electronic media like TV and radio ; audiovisual media like films, VCRs, VCDs, DVDs, etc and the so-called fourth mediathe Internet.1.1.3 Functions of Foreign Publicity MaterialPublicity materials are used in our daily life